If you have a marketing budget your single biggest challenge is the failure of so many campaigns.
In 1992 the psychologist Stuart Sutherland published Irrationality - The Enemy Within and wrote that, “Everybody is irrational some of the time, and the more complex the decisions to be taken, the more irrational they are.”
And so a couple of years later in 1994 we started our Psychology Research Unit to bring an evidence-led objective focus into the meandering, fickle subjectivity of marketing communications.
Our Psychology-Led approach has worked relentlessly for our clients.
It delivers memorable outcomes. It delivers world-class effectiveness. Go Deeper
Psychological Depth means we probe for the Emotional Triggers that will maximise the impact of a campaign’s attitude and behaviour change. It means we use our scientific techniques to pre-test the creative work – saving clients from wasted budgets by eliminating any weaker ideas that fail to achieve the objective scores needed for effectiveness.
It means we leverage psychological insights to design benchmarking and tracking research which will objectively measure the results, in the most time-efficient and cost-effective way.
Psychological research is interwoven seamlessly into how we develop, plan and implement campaigns at the strategic, creative and media levels.
For us, and most especially for the clients who work with us, the pursuit of evidence-led objectivity is crucial in an era when marketing challenges are intensifying.
The brutal fact is that without the guidance of evidence “our subjective perception of reality differs from objective reality.” (Tali Sharot, The Optimism Bias (2012)). Described as the world’s greatest living psychologist by his peers, the Nobel Laureate Daniel Kahneman has written:
“The idea that our minds are susceptible to systematic errors is now generally accepted.”
Now isn’t that a chilling thought for anyone making scores of choices and decisions every day – including decisions about marketing budgets?